This article presents an analysis of norm change, and, more specifically, how gender equality norms are negotiated in Bosnia. The immediate reason for asking these questions is the adoption of the United Nations Security Council resolution 1325 in 2000 on women, peace, and security and the massive global effort to change gender equality norms in order to improve peacebuilding efforts. We argue that implementation of the United Nations’ Women Peace and Security (WPS) agenda rests on localization of gender equality norms. Our contention is that this process takes place on different levels. Based on a series focus-group interviews in Bosnia we offer depth to what a localization process can look like. We discuss what this means for the WPS agenda in Bosnia, for norm change, and for political psychological scholarship.